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Ron Huey and Joe Paprocki's, co-creative directors, seven-year basement experiment in advertising has produced a formula for success. From the outset Huey and Paprocki, made compelling, highly creative work their mission. It started in 1997 at Joe's house. Eighteen months later, they moved from Joe's dining room to the former ballroom of a 1920s-era hotel that had gone from grand to bad to worse to much, much better. The hotel is located in one of Atlanta's coolest, funkiest neighborhoods-Poncey/ Highlands, where families, DINKS, Guppies, Buppies, Skinheads, runaways and strippers share the streets. The below-ground space once hummed as a speakeasy, a ballroom and a single bowling lane before starting a long decline that mirrored the exhausted fortunes of the surrounding neighborhood. But things began to change in the mid-'80s. Young couples, gays and lesbians moved in and began refurbishing apartments and homes. Then came coffee shops, bike shops, book stores and restaurants. Prices rose. New owners came to the hotel, burned the old sheets, added the word inn and made it into a respectable B & B. In 1999, Joe and Ron stepped into this milieu.

Presents letters to the editor related to advertising business in the U.S., published in the journal "Communication Arts," as of December 1, 2003. Criticism of a reader to the lack of creativity in the journal; Opinion of a reader to the amount of nudity shown in the journal; Appreciation of a reader regarding the quality of the journal.

This article focuses on various problems faced by advertising copy writers. Advertising professionals do not have the patience to read much. They have got very less time to understand somebody's very resistant and not exactly advertising-friendly brain. Books are long. They have a lot of words inside. Most of the time, there are no pictures in books. A lot of people are just as impatient with novelists as they are with advertising creative teams. If people do not understand the first line of an advertisement, they will not be able to understand the advertisement at all. Nancy Pearl, a librarian in Seattle, Washington, says that reading a good first line of an advertisement is like falling in love with a person. To start writing an advertisement in a hurry hasn't always been important in advertising. A brilliant concept needs to be a fast concept. Advertising copy writers try to justify a concept to a nervous client by telling him about all the thousands of messages from the mass media that people have to understand every day.

Presents the author's views on advertising. Memories of ground breaking campaigns; View that advertising is a gossamer business; Temptation to think that if an idea worked once, it can work again.